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Start leveraging Videos as an Essential Part of Your Landing Page

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You’ve likely come across those standout success stories about video marketing, haven’t you? Like the one where Dropbox skyrocketed their revenue to over $25 million with just a single explainer video on their homepage. It’s pretty insane. While these blockbuster stories are the exception rather than the rule, there’s no denying that a thoughtfully crafted video, tailored specifically for your landing page and audience, can deliver incredible results and ROI. In this article, we’re going to explore the unique advantages of placing a video on your landing page.

Why are videos so effective?

First, let’s take a look at why are videos so efficient compared to other forms such as texts and images.

Videos act as a funnel

This is often not mentioned and underrated, but videos act like a personalized marketing funnel. At the start of the video, the viewer finds themselves at a specific point in their purchasing journey, equipped with some knowledge but lacking in other areas. Our objective is to leverage the video content to fill in these gaps, tailored to where they currently stand in their buyer’s journey, much like we do with infographics or textual content. The key advantage of videos, however, lies in their inherent capacity to captivate audiences through the use of voiceovers, music, and sound effects, alongside their creative storytelling. This immersive experience ensures that viewers are fully engaged and unable to simply skim through the content. By strategically targeting the video content to meet the viewer at the right stage of their journey, with the right information, it significantly increases their engagement and prepares them to progress further along in the marketing funnel.

Power of visualisation

You’re likely familiar with the saying, “a picture is worth a thousand words.” This holds even more weight when it comes to videos, which have the power to explain even the most complex and abstract concepts in just a minute, capturing the viewer’s interest. Take, for instance, many businesses offering sophisticated products or services that might be challenging for their audience to fully comprehend, a scenario often encountered by IT companies working with non-IT sectors. It’s not ideal to rely on lengthy text explanations that might leave readers puzzled about what your product actually does. Such confusion creates barriers to conversion, as prospects remain hesitant to move forward. Therefore, with a great explainer video, you dramatically enhance the prospect’s understanding which in turn significantly increases conversions.

Emotional engagement through voiceover and music

Have you ever been watching a movie and found yourself moved by a combination of the perfect soundtrack and compelling narration? The impact of well-chosen music and voiceover in marketing videos is no different. Beyond the visual elements, it’s the voiceover and music that truly bring out the emotions in a video.

A carefully selected voiceover can convey a spectrum of emotions, from the reliability and calmness it can project to the energy and motivation it can inspire. It sets the tone for the entire video, influencing its pace and the strategic use of pauses for effect. Similarly, music plays an essential role in setting the scene, whether it’s through slow piano during an emotional moment or the uplifting beats that build as the video culminates in a call to action.

By evoking specific emotions, videos can forge a stronger, more memorable connection between the audience and your brand. This emotional bond encourages viewers to associate your business with certain feelings or values, thereby increasing the likelihood of them taking the action.

Repurposing videos

Videos offer a versatility that texts and images can’t match, opening up a wealth of opportunities for reuse and repurposing across your marketing efforts. Consider a video originally made for your homepage; this same video can effectively boost your presence on social media, be included in your email signatures, or be shared directly with interested leads to deepen their understanding of your products. For those with physical locations, imagine integrating the video into a QR code displayed in guest areas or receptions, offering visitors a quick, engaging way to learn about your business. Furthermore, segments of the video can be transformed into GIFs for a dynamic addition to blog posts, or elements from the video, like characters and backgrounds, can be repurposed for pitch decks, presentations, and even e-books. The possibilities are endless, allowing for creative applications that enhance the ROI of your video content, all with no extra costs.

Leveraging video metrics

Compared to texts and images, videos are easier to measure their effectiveness. Videos offer a broader range of metrics for evaluation, such as views, duration of watch time, play rates, and conversion rates. This is beneficial because it allows for the optimization of video content. For example, if the play rate is not as high as expected, experimenting with different thumbnails or adjusting the video’s position on the landing page to a more engaged section could make a difference. Similarly, if the conversion rates are not meeting targets, trying various calls to action at the video’s end or tweaking the section’s layout could lead to better outcomes. By continually measuring and testing video performance, you can significantly enhance the return on investment for both the video itself and your broader marketing initiatives.

Types of videos based on the purpose

When considering videos for your landing page, countless types of videos provide different solutions and help increase conversion rates based on the needs. Let’s break down the most commonly used video solutions on landing pages.

Based on your goals, first choose a video based on the purpose, then based on your branding and budget, select the suitable video style.

Explainer videos

As the name suggests, their main purpose is to explain something. This could range from showcasing your workflow process to detailing how your product or service operates and its key advantages. Or if your niche is too technical or hard to understand, the videos can educate and give more context to the viewer first on your industry before proceeding further. Unlike typical sales pitches, explainer videos aim to inform and provide context, supporting the overall narrative of the landing page without overwhelming the audience with a sales-centric approach. Explainer videos are typically short, no longer than 2 minutes. When opting for explainer videos, keep in mind to focus on the most important aspects you want to convey to not overwhelm the viewer.

Product videos

Product videos are all about putting your product or service front and center. While they share similarities with explainer videos, their focus is distinctly on the product itself. This is why such videos often utilize 3D animations or live-action footage, employing a variety of camera angles to comprehensively showcase the product from every perspective. Rather than relying heavily on narration, product videos tend to use engaging headlines, key phrases, and detailed descriptions to highlight the product’s features. Typically positioned in the middle to bottom sections of the landing page, they target viewers who are in the process of deciding if the product meets their needs. This is the ideal moment to showcase your products, emphasizing their benefits and illustrating how they can practically address the audience’s requirements, providing that final nudge towards a decision.

Testimonial videos

Testimonial videos stand as crucial assets for your business, significantly boosting conversion rates on your landing page by enhancing the trust factor. Typically featuring live-action footage, these videos capture satisfied customers sharing their positive experiences with your brand. While these testimonials can be challenging to acquire, the authenticity of the content far outweighs the need for high production quality. Customers can easily record their testimonials using their smartphones, emphasizing the genuine nature of their feedback. Placing these videos towards the bottom of the landing page strategically leverages real, positive customer experiences to provide the crucial nudge potential customers need to take action.

Video Positioning on the Landing Page

Ensuring videos are optimally positioned on a landing page is crucial for boosting user engagement and conversion rates. The goal is to strategically position a tailored video where it’s most likely to be viewed and where its combination of visual and auditory elements can outperform text-based content. The effectiveness of video placement on landing pages can differ widely depending on the business type, the specific landing page, and the nature of the offer. However, from our experience, we can offer some broad guidelines to effectively leverage the video.

Hero Section Considerations

Placing videos within the hero block of a website can be a double-edged sword. For visitors already familiar with your brand (warm audience), such videos can significantly enhance engagement by deepening their connection to your brand’s narrative or value proposition. These users are more likely to invest time in watching a video because they have an established interest or relationship with the brand. The visual and auditory experience of a video can captivate and hold their attention better than text, leading to higher engagement rates and deeper brand loyalty.

However, for new visitors, who lack any prior connection to your brand, videos in the hero section usually don’t work well. These individuals are typically looking for quick, clear information about what your brand offers and how it can benefit them. In such cases, concise, compelling copy alongside striking images/infographics may be more effective at capturing and retaining their attention. Thus, understanding the level of audience familiarity with your brand is crucial when deciding to place a video in the hero block, as the goal is to immediately engage visitors and encourage them to explore further.

Video Placement in the Middle Section

Placing a video in the landing page’s middle section strategically engages visitors who’ve shown initial interest through the hero section. This spot is perfect for adding more context to the information introduced at the top of the page, allowing for an in-depth look at your product’s features, benefits, and what sets it apart, all within a visually appealing presentation. For those who’ve made it this far, a video serves as a valuable enhancement to text, offering a more detailed and enriched understanding of your offerings.

This middle section is usually leveraged the most because of its potential to enhance user engagement and convey complex information in an accessible way. It acts as a bridge between initial interest and the decision-making process, aiding in the conversion of interested visitors into potential customers by offering them a more detailed insight into how the brand can meet their needs or solve their problems.

Enhancing the CTA with Video

In this section, videos can serve a critical role in breaking down any objections a potential customer may have, offering the necessary reassurance to take the next step. Videos in this context are particularly powerful when they showcase real customer success stories or comprehensive answers to FAQs. This placement ensures that viewers receive a final, persuasive nudge by presenting compelling evidence of the value and reliability of the product or service.

The positioning of a video near the CTA leverages the visual and emotional impact of storytelling to strengthen the call to action’s appeal. It capitalizes on the viewer’s engaged state, using visual narratives to reinforce key messages so the last call to action must be strong. As a result, a well-executed video at this stage of the customer’s journey can significantly improve conversion rates, making it a valuable tool in the optimization of landing pages.

Conclusion

By now it’s clear that videos on your landing page aren’t just a nice-to-have; they’re a game-changer. With the power to break down complex ideas, connect emotionally through voiceover and music, and dramatically enhance conversions, videos are your secret weapon in the digital marketing arsenal. Whether it’s getting down to the nitty-gritty with explainer videos, showcasing your star products, or building trust with testimonials, the strategic use of video can significantly boost your landing page’s performance. Dive in, get creative with your video content, and watch as it transforms your landing page into a conversion powerhouse.

Revolutionary All-in-one video marketing solution – blow your competition out of the water

We are currently running free 30-minute video marketing sessions where we will discuss what you are trying to achieve and lay out how you can obliterate your marketing objectives.

We will even produce a short report for you summarizing the call, which will outline everything

that was discussed with you in your video marketing session. As a bonus, you will also get additional ideas and context in the report.

Please note this is NOT a sales call. You will be speaking with one of our senior video marketing experts, NOT a salesperson.

Claim your no-obligation free 30-minute video marketing session now and get your FREE Outgrow video marketing report.

PLEASE NOTE: Before booking this call with us please ensure that you are serious about producing a video and blowing your competition out of the water. We’ll do the heavy lifting, but to truly get the results you’re looking for – whether that be increasing prospect conversions, optimizing customer engagement, or building a loyal community of crazed fanatic fans – we need your commitment. If you’re not ready for that, then get back in touch with us when you’re laser-focused on creating your customized video.

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